Editor’s note: Ken Braun is the owner of digital agency Lounge Lizard Worldwide, Patchogue, N.Y.
The number of businesses looking for a new digital marketing agency is at an all-time high. In the first half of 2019, it is estimated that more businesses switched marketing agencies than the entire previous year. While some of this turnover can be attributed to the increase in businesses utilizing digital marketing, there is an underlying trend of dissatisfaction which has become hard to ignore.
Deciding to leave your marketing agency can be difficult. Often there is an established relationship with an agency, money invested and time spent. Because of this, some people are more prone to give an agency another chance to produce the results they are looking for. But as statistical analysis has become more relied on to drive decisions, throwing more money at bad results makes little sense.
Business decisions should not be made by relying solely on an emotional analysis of a situation. When it comes to digital marketing, a very statistical-based industry, the focus should be placed on whether an agency is providing you with the service you need. If a marketing agency isn’t checking off enough boxes, it is time to leave.
Common concerns with marketing agencies
The following is a list of common concerns businesses have with their current marketing agency.
Deliverables are not being met: Often this begins with setting expectations too high from the start and overpromising what can be achieved for a client within a specific time frame. Marketing is not always a quick process as it does take time to research and create campaigns – and campaigns need to brew before they produce effective results. Some agencies focus on the produced work rather than outcomes. For example, showcasing great content that has been created and distributed, but ignoring the lack of engagement and clicks created by the content.- Transparency and reporting: Defining and determining the return on investment (ROI) should be a transparent process between an agency and client. A client is paying for services and the service provider should demonstrate they are getting what they paid for. The results and ROI should be provided without conflicting results. All products and services being offered should provide objective value. There should not be hidden fees or surprise costs to the client. All reports and performance indicators should be accurate and verifiable.
- Responsiveness: A general lack of communication is concerning. This includes ingenuine responses and neglecting client concerns. When an agency responds only on its terms, it is not meeting a client’s needs.
- Communication: Aside from responsiveness, there can also be numerous concerns about an agency’s ability to communicate professionally. This can include changing objectives, unclear expectations, items that are unaddressed (or ignored), not fully understanding a client’s needs, operating under assumptions or not clarifying the best solutions to solve problems.
- Skills and expertise: A full-service digital agency should bring a lot to the table. It needs to have up-to-date technical skills with current software and apps. Rather than just “trying to keep up,” an agency should be a leader in both tactics and technology. There needs to be a clear understanding of best practices across numerous platforms. The agency should have the expertise to understand the client culture and adapt to meet the client’s needs.
- Marketing in the dark: This term relates to when an agency launches marketing efforts without taking the time for a detailed analysis or providing a solid and transparent plan. There should always be a plan in place with clear points to stop, measure, analyze and adjust to provide the best results. Marketing in the dark is a shotgun approach that can occasionally provide results but is not data based.
- Poor project management: There are many ways this can affect projects and results such as underestimating costs and schedules; failing to address changes; a lack of communication on progress and expectations; and failing to consistently meet deadlines.
- Lack of stability: There should not be concerns from the customer with the ability of an agency to produce results. This can happen when agencies are short-staffed, have high turnover rates, take on too many accounts, make quick rather than informed decisions or are in poor financial positions.
The bottom line
While one or two of these issues might be something a business could work around, there comes a point when it is simply a better business decision to leave your marketing agency for one that provides the services your business needs.
The marketing industry is moving toward increased levels of automation with a focus on the ability to measure ROI throughout the entire sales process. It is important to understand that marketing efforts impact each other. The market is changing. Having an agency that provides all the services a business needs – and is current with trends and technology – has become increasingly desirable to businesses.